What is branding, really? A new definition.
Branding, branding, branding. It’s so many things to so many people. Some people think is thé driver of business succes, others barely think about it. In this article we want to get a better understanding of what branding actually means.
A lot of definitions of branding are either too vague or too narrow. In this article, I give you a clear definition of what branding is. This definition is based on personal experience but also extensive research.
If you want a more in-depth view, take a look at this video where I break down the definition and also give you an overview of the different views on branding.
Here’s my definition:
My defintion of branding.
Branding is the deliberate, continuous process of developing observable, distinctive, assets associated with a product or service.
A mouthful, let's break that down:
Deliberate: You might 'have' a brand whether you like it or not, but the act of 'branding' is intentional. It's a conscious effort to create a brand.
Continuous: Branding is not a one-time effort. It's a constant act of refreshing, fine-tuning, and creation, based on consumers perception of the brand.
Process: Branding doesn't happen 'randomly'. It's a process with well-defined stages, building on a validated strategy process that enables a creative output.
Developing: Branding is not just about 'creating' new assets. It's a deliberate choice of investing in certain assets and downgrading others.
Observable: Branding is the translation between brand strategy and the actual touchpoints consumers see. Things like 'positioning' or business goals are not directly noticeable at a brand level. Sound, graphics, messages, photography, tone of voice, motion. They are all assets that are part of a brand's observable surface.
Distinctive: To be distinct means to be able to recognize easily. It means not being confused with competitors. It means being recognized as your company. Not to be confused with being different.
Assets: An asset is a resource for a company. Branding is about developing assets that have a clear return on investment. They are not just 'creative ideas'; they are quantifiable assets on a companies balance sheet.
Associated: Association works on different levels. Branding needs to work unconsciously and consciously. On the first, most crucial level, a brand needs to send the right signals for our autopilot to pick up on.
Want to learn more? There is also a podcast episode here (or below) where I explain my definition in more detail.
